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Francesca Ragnetti | Mangusta Yachts Sales Manager

Francesca specializes in ultra-luxury nautical roles, having worked with Perini Navi, Benetti, and now Mangusta Yachts. In 2007, she officially began her career in the luxury yachting industry, focusing on public relations and managerial support at Perini Navi. However, in truth, Francesca was born into the industry—her father, Giancarlo Ragnetti, was one of the founders and the CEO of Perini Navi.


Francesca specializes in yacht sales and promotions at Mangusta Yachts. Her goal is to help make her customers' dreams a reality and "have them live a unique journey that becomes one of their best lifetime memories.



Full Podcast Interview on YouTube


Podcast Episode links:



Can you introduce yourself by sharing your name, where you're from, your role in the yachting industry, and the company you work for?


My name is Francesca Ragnetti. I’m Italian, from the Abruzzo region, but I have lived for many years in Viareggio, which I like to call the 5th Avenue of the yachting business. It's also where I work as Sales Manager for Mangusta Yachts.


I grew up in an international environment related to luxury yachting, and I developed a particular interest in the construction and launch of innovative projects focused on luxury and excellence.


At the same time, my personal and professional path led me to test my talents in very different areas, such as show business, with collaborations including Lucio Dalla and Cirque du Soleil, as well as charity work, organizing events for Telethon and other associations.



Can you share how you first got involved in the yachting industry?


I can say that I was born into the industry because of my father, Giancarlo Ragnetti, who was one of the founders and the CEO of Perini Navi. He was so skilled in building relationships that clients always became close friends of our family. I grew up with clients who would come to our home for dinner, while I also attended boat shows, visited shipyard facilities, and participated in technical office meetings. My father started to involve me in work at a very young age, having me look after the children of clients while they were building their yachts, and while their wives went shopping with my mother. Our family, together with the company, formed the best team for my dad.


After university, I was considering pursuing a different career, but then the Marketing Director of Perini went on maternity leave, and the company needed to organize an event in Sardinia for the launch of the sloop with the highest mast in the world at that time, M/Y Salute. Knowing that I’ve always been good at organizing events, my father made me a job proposal for three months. I am a person who strongly believes in values, respect, and above all, if I’m going to do something, I must do it well and achieve the best results for the team's success.


As you can understand, those three months have now turned into 15 years.




Can you describe your role and the key tasks you handle? What does your job entail on a daily basis?


To give an overview of my role, I am responsible for the sales and promotion of yachts. My goal is not only to close the sale but, above all, to help make the customer’s dream a reality and provide them with a unique journey that will be part of their best memories for a lifetime.


To go into more detail, my work as a Sales Manager involves planning and implementing strategies to acquire new clients, as well as building networking strategies, including those outside the yachting industry. Once I make contact with a client, I manage the negotiation and finalization of the contract. Once this aspect is complete, I remain by the customer's side throughout the construction process until the yacht's launch. Acting as an interface with the shipyard, I also take on a project manager role, liaising with various departments to oversee the project.


I specialize in ultra-luxury nautical roles, having worked with Perini Navi first, Benetti next, and Mangusta currently. My natural communicative attitude is key to my success across various activities. It allows me to connect with people from different walks of life, cultures, and ages. I am committed to building respectful relationships and fostering collaboration that transcends cultural differences and lasts for many years.



Could you walk us through a typical workday, including your main tasks and projects?


My days vary depending on whether I have customer visits on-site. Otherwise, I manage my daily tasks from my office. When I receive a client for the first time at the shipyard, I organize and coordinate everything in advance (with the support of the marketing department), from the landing of the private plane to the pickup with a blue car and lunch, ensuring their dietary needs and any allergies are addressed. Once all the organizational aspects are handled, I focus on the meeting with the client, discussing the project they are interested in, including any requested customizations, and then providing a more technical description of the product.


If I’m working from the office, I may spend a lot of time on the phone with clients, prospective clients, brokers, or colleagues from other offices who need to send me technical answers or interior proposals for client requests. I may also have Zoom meetings with clients who cannot travel but want more information about one of our yachts. At the end of each day, I prepare my "To-Do List" for the following day, although my job doesn't truly stop once I leave the office. I am always available for my clients or brokers. While it may seem like a disadvantage, I enjoy it because I find it fulfilling. Clients often think about boats when they are freer, such as during holidays or weekends, which is why my work never really ends.





Can you describe what it's like to work at Mangusta Yachts? What is the work environment and company culture like?


Personally, I love working for a company. I am very corporate and always think about the company's well-being, working as if it were my own business. This is certainly one of the values my father passed on to me.


I also enjoy working in a team because I believe that achieving the best results requires collaboration. Everyone needs their own space, and, above all, we must recognize the value of our colleagues, sometimes encouraging them to give their best for the greater good. To me, the company is like a second family, and Mangusta is just that. Mangusta Yachts is a family-owned business, owned by the Balducci family—one of the few families today that still owns a 100% nautical company. I am proud to be part of this wonderful team. I believe it is an added value for customers to know that behind the company, there is a solid family holding the reins.



What would you consider your biggest accomplishment or proudest moment in the yachting industry?


I am a person who always questions myself in order to do my best and learn new things. I don't like compliments, and as I said, I'm very hard on myself because if you decide to do something in life—whether it's the smallest or simplest task—it must be done well. Otherwise, it's better to avoid it than to do it poorly and superficially.


That said, I am proud of several things I've accomplished, including when the former CEO of Benetti, Mr. Vincenzo Poerio, made me a job offer to join them as Trade Marketing Manager. I was no longer just “the daughter of” but simply Francesca Ragnetti, and he gave me the opportunity, through my hard work, to get to where I am today.


Another achievement I’d like to share is closing two contracts during the first Covid pandemic, mostly presenting projects via Zoom.


I am always especially proud when customers are happy and text me about how much fun they are having on board with their family and friends.


What changes have you seen in the industry since you began your career?


Yes, I have seen many changes, from how some companies have grown to how products have evolved in the market, also due to customer tastes and the innovation that shipyards have brought to the market.


The market for motor yachts has increased compared to sailing yachts, and the clientele has changed depending on the countries and cultures. For example, there are more young clients, often referred to as “the new rich,” who may not be very knowledgeable about products but have clear ideas about how they would like a yacht. Additionally, there are customers who have grown with the market, becoming more demanding thanks to their experience and a desire to understand and know more.



What is your vision for the future of the yachting industry?


Frankly speaking, we should start giving more space to young people, helping them get to know the nautical environment and business while they are still in high school. It's important to introduce them to the various roles and positions that could be of interest, beyond just engineers and managers. Managers can sell and monitor the product, and engineers can study the technical details and improve the quality, but currently, we are lacking expert and specialized technicians. Boats are handmade pieces of art, and the people operating onboard are fundamental. The percentage of young people who want to become carpenters, painters, electricians, plumbers, etc., is declining.


Some may think that the workers onboard are the last link in the yacht production process, but in reality, they are on the front line. Without their craftsmanship and passionate labor onboard, no vessel can be built. To bring these pieces of art to life, you need human hands, not robots.


So, before talking about where I see yachting going, we need to raise awareness among young people about these types of jobs, perhaps with the support of shipyards that could organize tours or visit schools to speak about them.



Is there something about you or your work that most people might not know?


In my 'previous life,' I was a singer and actress in Musical Theatre, holding a degree from the Bernstein School of Musical Theatre in Bologna (BSMT Performing Arts). I worked as a performer for a few years before transitioning into the Yachting industry, where I also worked at a radio station as a speaker, hosting a program called 'Max & Francy.' We re-launched this program during the first lockdown to keep people company at home.


I am also passionate about horses, and whenever I can, I try to go horse riding.


I am curious and always eager to learn something new. I am fascinated by everything that is different from my own world.



What advice would you give to your younger self, and what do you wish you had known on your first day in the yachting industry?


.In which other jobs would you get to experience a completely different lifestyle hands-on and mix with celebrities?


I would have liked to know in advance that, for a woman, it is not so easy to be promoted, recognized, and gain the trust of male colleagues and businessmen, as the market is highly competitive and deals take place within tight circles.


I believe this is a very sensitive subject, and unfortunately, gender inequality still exists in many workplaces. However, in industries like yachting, as well as cars and motorcycles, for example, it seems that women are not seen as being suited for front-line roles. These industries are often perceived as "masculine toys." On the other hand, I believe that, without undermining the skills and prestige of our male colleagues, women have unique abilities that allow us to work better in teams, understand our interlocutors more effectively, solve problems quicker, demonstrate more patience, and be more empathetic—after all, we are used to multitasking.


I think the real issue sometimes is our own perception of ourselves. Too often, we undervalue ourselves because we are accustomed to a society—and unfortunately, a culture—that has grown over the years with a narrow image of women.


I am not a hardcore feminist, but I believe men and women hold equal value, and perhaps more collaboration among women and working together with men as a single team could lead to a turning point.



 


Get in touch with Francesca Ragnetti


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